Uber's no stranger to controversy, and now the ride-sharing company is moving beyond taxi ranks to become a fully-fledged logistics company.
Ticket to ride
According to a report in Re/code, Uber will soon announce a partnership with major retailers and fashion brands.
But don't expect to see Uber's ferrying around piddly packages anytime soon. Uber will reportedly be focusing on high-end brands for e-commerce delivery.
It's not hard to imagine some consumers being attracted to the idea of their new Versace delivered in a gleaming Uber.
Driving a hard bargain
Uber has previously partnered with the Gilt Groupe to offer same-day delivery in New York City.
It makes sense for Uber to provide additional services for its increasing army of drivers, in-between picking up passengers.
Not known for its diminutive approach to new markets, it will be interesting to see how established delivery giants like Amazon respond to rubbing shoulders with the upstart.